“No farms, no food. Your life depends on WA agriculture” is the core message of a new campaign by the Royal Agricultural Society of Western Australia (RASWA) that encourages tweens and teens to think about the impact of agriculture on everyday life.
RASWA briefed Likeable Creative to launch a digital campaign to give young people a better understanding and appreciation for WA agriculture. It’s the State’s second biggest industry, yet most 12 to 15 year-olds would not consciously think about how vital the sector is.
Likeable Creative proposed a campaign of short TikTok videos showing what life would be like if we didn’t have WA agriculture. Some of the videos show the shock of taking away the food and clothing we take for granted, while others explore themes such as innovation in farming and how the sector is addressing climate change.
The entertaining ads were written to grab attention and get young minds thinking.
One of the videos shows how sheep are now being bred to reduce their methane emissions to help combat climate change. Said Creative Director, Malcolm MacLean, “Of course, there’s nothing like a farting sheep to engage young kids.”
The campaign includes a competition element to encourage kids to make their own TikTok videos about what they’d miss if we didn’t have agriculture. A landing page was designed to provide some key facts about the WA agricultural sector and provide details for the contest. Versions of the videos and static ads were also made for Facebook and YouTube to target parents and teachers.
RASWA CEO, Robyn Sermon, said: “In this inaugural campaign, the idea is to plant a seed in teenagers’ minds that we can grow and develop over time.”
CEO: Robyn Sermon
Marketing Manager: Allen Burtenshaw
Marketing Executive: Jane Moulynox
Agency: Likeable Creative
Client Director: Rod Killick
CD/Writer: Malcolm MacLean
CD/AD: Ross Dungey
Designer: Charmaine Koh
Digital Manager: Remy Wandby
Production: RT Films
Director: Ross Tinney